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The Communication Strategy Handbook

Toolkit for Creating a Winning Strategy

Betteke van Ruler and Frank Körver

Strategic development is one of the most daunting challenges that faces any professional, no matter the field. After all, stakes are high. Developing effective strategies can put you on the path to becoming a trusted advisor and a valued employee.

The Communication Strategy Framework introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. Taking an iterative approach and continually reflecting on whether your choices remain congruent enables you to continually adapt to changing circumstances while staying in command. Linear planning models are ineffective. Quick strategy development can revolutionize the communication function and strengthen the relationship amongst members of a professional team. Linking communication and business strategy is the number one challenge for today’s communication practitioners.

The Communication Strategy Framework facilitates the communication professional to forcefully and efficiently make the right choices. It compels individuals to think about how communication can contribute to achieving the organization's or client’s goals. As a result, it provides a clear picture of your communication strategy in one page by putting superfluous details aside and concentrating on the essentials.

The Communication Strategy Framework has proven to be an instant eye-opener. A best-seller amongst professionals in the Netherlands, it is available for the first time in English. This step-by-step guide to creating a winning communication strategy will help communicators of all types, from professionals and clients to students and teachers!

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Leadership in communication

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MOST LEADERSHIP THEORIES DEFINE LEADERSHIP IN OPPOSITION TO MANAGEMENT. MANAGERS KEEP AN EYE ON THE BUSINESS; LEADERS ELEVATE THE BUSINESS TO NEW HEIGHTS.

Whereas management is mainly a technical process of taking charge, leadership centers on the personal capacity to inspire others and influence people to do things differently. Leadership tends to be defined as a process through which an individual influences a group of individuals to accomplish a specific goal. “To manage for tomorrow takes a visionary leader capable of assessing the present and seeing the potential that lies in the future,” writes John A. Koten (2004, p. xx) in Building Trust. In other words, leaders look ahead and see opportunities.

PROMOTING YOURSELF

Real leadership takes more than just the ability to look ahead and see opportunities. You also need to position yourself as a leader by creating your own platform and promoting yourself. This is not something that comes easily to everyone. It takes a specific kind of personality, and it is what separates leaders from specialists. The specialist performs a job and excels at it; the leader probes why things are done the way they are and comes up with novel alternatives. A leader is capable of changing how others look at things and of inspiring them to do things differently.

A leader’s success hinges on the support of followers. In other words, other people determine whether you show leadership.

We do wonder, however, whether...

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